Short Film + Digital + Social content + Promo giveaway
YOU CAN'T SMELL LIKE YOUR FAVORITE NBA TEAM. BUT NOW YOUR KIA CAN.
To drive awareness of Kia as the “Official automotive partner of the NBA,” and drive fans into dealerships, we launched a campaign that unveiled Kia's newest innovation: air fresheners with the "distinct in-game musk" of your favorite NBA teams.
We created a short film for social, which told the backstory and directed people to pick up a free air freshener with a test drive. Simultaneously, we worked with a fragrance manufacturer to develop custom air fresheners with unique scents that represented each of the teams that Kia sponsors, and distributed them to dealerships across the U.S.
The results included an unsolicited re-tweet of the film by LeBron James to his 35 million+ followers.
Press:
Creativity (Editor’s Pick)
The Drum
Little Black Book
LeBron James tweet
PSFK
Ads Of The World
Best Ads On TV
Digital experience + Game + Microsite
Though Watson is well known, it’s a complex technology and many businesses struggle to understand how it works and how it can help them.
Based on the insight that over 90% of developers are avid gamers, we designed a web-based gaming experience that immerses users into the worlds of three Watson success stories – tapping into the unique challenges within each story to show how Watson helps businesses transform from dissonance to harmony by uncovering actionable insights. Users have the chance to play three distinct levels aligned to the three stories, where they travel through 3D worlds and work to transform each environment into its audio-visual “harmonic state” by capturing and capitalizing on Watson’s insights.
Press/Recognition:
MUSE CREATIVE AWARDS, Platinum Winner, Branded Content - Game/App
MUSE CREATIVE AWARDS, Platinum Winner, Branded Content - Microsite
W3 AWARDS, Gold, Branded Content, Interactive Experience
W3 AWARDS, Gold, General Marketing, Game or App
EX AWARDS, Silver, Best High Tech Audience Interaction
MARCOM AWARDS, Platinum, Web Interactive Capabilities
ONE SHOW, Shortlist, Gaming - Computer & Console
ONE SHOW, Shortlist, Digital Design
FWA - Site of the Day
Communication Arts (CommArts) - Webpicks
Awwwards - Site of the Day
Awwwards - Site of the Month, July 2021
Awwwards - Site of the Year, Nominee
CSS Design Awards - Site of the Day
Adobe GenP - Feature
Creative Pool - Most Innovative Websites of 2021
HotJar - 12 brilliant examples of web design
Experiential
AIR HAPTICS AND ARTIFICIAL INTELLIGENCE FUEL AMERICAN EXPRESS' US OPEN SPONSORSHIP
At the 2017 US Open, American Express unveiled Air Tennis, a multi-sensory, 4D tennis gaming experience. It helped fans feel the fundamentals of the game in a totally untethered way. Combining the basics of tennis with gaming, fans were able to feel the heightened sensations of tennis, regardless of their skill levels. The game needed no controllers. The goal: keep the ball in play and go for the longest rally.
"AMEX aces the US Open Fan Experience." - The Drum; US Creative Work of the Week
Recognition / Press:
CLIO SPORTS, Gold, Event/Exhibit Design
CLIO SPORTS, Silver, Product Innovation
CLIO SPORTS, Bronze, Virtual/Augmented Reality
CLIO SPORTS, Bronze, Events/Experiential
CLIO SPORTS, Shortlist, Branded Entertainment/Content
CLIO SPORTS, Shortlist, Digital/Mobile/Games
Adweek - Marketing Innovation
The Drum - US Creative Work of the Week
PSFK
The Knockturnal
TV + Out of Home + Wild postings
Promotion for VH1's Hip Hop Honors, hosted by Tracy Morgan.
Experiential + Live Event + Posters + Movie Trailer and Content
THE FIRST-EVER LIVE STREAMED SPORTING EVENT AT AN IMAX THEATRE IN NORTH AMERICA.
Golden State Warriors fans, known collectively as Dub Nation, root for arguably the best team in the NBA. But demand to see the team live has made tickets hard to come by. To bring fans closer to their favorite team, American Express emulated the Warriors' in-arena experience at a local IMAX theatre, live-streaming one game just for Card Members.
Recognition / Press:
ONE SHOW, Shortlist, Branded Entertainment
CLIO SPORTS, Bronze, Events/Experiential
CLIO SPORTS, Shortlist, Public Relations
Forbes | cNet | Slam | SFGate | NBC Bay Area |
KTVU Fox News | Sport Techie | IMAX
Experiential + Digital + Social
IBM has been the digital innovation partner for both the US Open and Wimbledon for over 30 years, enhancing the fan experience by providing scores, stats and insights for millions of tennis fans worldwide. “Calling the Shots” is a shot-tracking, AI-powered table tennis experience that illustrates IBM watsonx’s ability to generate match insights and AI commentary for fans of these iconic tournaments and players. Now anyone can get in the game and get analyzed, generative AI-style – just like today’s elite athletes.
The activation launched at SXSW 2024 and is currently on a global tour across industry events from Cannes to Collision Toronto to the US Open.
Stats:
2,755+ games played (and counting)
92+ hours of AI-powered table tennis
5,500+ direct customer engagements
Activated in 9 states, 3 continents
12+ global industry events and tournaments,
including Cannes Lions and the US Open
Recognition / Press:
CNBC
Sports Illustrated
ABC 7
MSN
Fox Business
Activation
In 2024, we designed and developed the IBM AI Sports Club at SXSW, a playful lounge space in the Hilton Austin highlighting IBM’s sports partnerships.
The AI Sports Club prominently featured “Calling the Shots” – a custom-designed table tennis experience illustrating IBM’s partnerships with the US Open and Wimbledon. Using custom-built paddles embedded with motion and impact-tracking sensors, players could get in the game and get analyzed by watsonx – just like the pros do.
In 2025, the Sports Club was revamped to premiere our brand new activation highlighting IBM’s partnership with Sevilla FC (soccer/football), with whom IBM built a custom solution called Scout Advisor. The solution allows Sevilla scouts and team managers to derive insights from their enormous database in order to help them recruit the best players for their team.
The Sevilla FC activation allows guests to play a short game of foosball, where their gameplay is tracked via camera, analyzed via watsonx, and projected in real-time onto an LED wall. At the end of the game, players receive a “scout report” including all their stats and analysis, along with their player “archetype” card (Ninja, Locksmith, Metronome, etc) based on their gameplay. After the game, they can visit a secondary kiosk where they dive deeper into their scouting report and prompt watsonx to see who would be their ideal teammate and opponent based on watsonx’s analysis.
The IBM AI Sports Club has evolved into a larger global program showcasing all IBM sports partnerships, including newly-announced partnerships, activations and content. (Ferrari F1, UFC, etc)
Press
Haus of Park - Top 5 SXSW
VML - SXSW 2025 Top 5 Activations
Event Marketer - SXSW 2025 Top Stunts, Activations and Events
Experiential
IBM Randori is an attack surface management platform that provides businesses with the attacker’s perspective, prioritizing the targets that would be most tempting to a hacker – the ones that could ultimately result in a data breach.
To showcase these capabilities, we designed an interactive experience that immerses users into a first-of-its-kind visualization of a real client’s attack surface, giving them the ability to see what an attacker sees, and showing how Randori empowers them to take action before an attacker does.
The experience allows users to explore these real (blinded) attack surfaces through gesture-activated Ultra Leap motion technology, as they learn exactly how Randori functions to protect their business.
Recognition:
ADWEEK EXPERIENTIAL AWARDS, Winner, Best Experiential Activation by a Technology Brand
AD AGE, Creativity, Featured Work
CLIO AWARDS, Bronze, Creative Use of Data
MUSE CREATIVE AWARDS, Platinum Winner, Strategic Program - Interactive Brand Experience
HERMES CREATIVE AWARDS, Platinum, Strategic Campaigns, Interactive Brand Experience
EXPERIENCE DESIGN AND TECHNOLOGY AWARDS, Gold, Best High-Tech Audience Interaction
EXPERIENCE DESIGN AND TECHNOLOGY AWARDS, Bronze, Best Use of Touch or Gesture Interactives
W3 AWARDS, Gold, Branded Content: Interactive Experience
MARCOM AWARDS, Gold, Strategic Comms/Digital Marketing
COMMUNICATOR AWARDS, Conference Activation, Excellence
THE DRUM AWARDS, Finalist, Tech Innovation
Jumbotron content + Digital + Experiential
In 2010, American Express created Small Business Saturday. In 2016, they ramped up their efforts by creating "Shop Small for 2x Rewards," turning the single day initiative in November into an offer that spanned the entire holiday season.
We leveraged our NBA partnership to get the word out, creating a campaign called "Shopping Small with Shaq," which included a series of in-arena gifting stunts that put fans on the receiving end of Shaq's holiday gift list.
In basketball arenas across the country, Shaq would appear in spots on the Jumbotron. At the end of each video, he would smash an oversized “Shop Small” button, triggering the release of hundreds of parachutes that carried gifts to fans, culminating in the largest ever in-arena gifting stunt to date at Chicago's United Center.
Recognition:
CLIO SPORTS, Silver, Integrated Campaign
CLIO SPORTS, Silver, Events/Experiential
EX AWARDS, Top Prize, Best Cause/Community Program
TV + Print + Digital
Promos, print, and digital banners promoting the new season of That Metal Show on VH1 Classic.
The show features heavy metal enthusiasts discussing the genre's most defining moments, albums and songs, along with interviews with iconic metal artists.
Digital + Social content series
D'Addario is the leading manufacturer of guitar strings worldwide.
To promote their Nickel Bronze guitar strings, which are meant to bring out the authentic sound of acoustic instruments, we created a multi-platform campaign around the positioning, "Reveal What's Real."
As part of the campaign, we launched a web series titled "Raw Talent" where we give artists made-up song titles, and challenge them to write a song on the spot. Then, we sit back and capture their response as they create magic (/silliness/nonsense) out of thin air.
Press:
American Songwriter
Acoustic Guitar
Peghead Nation
Experiential
Seattle Seahawks fans, AKA the "12s," are some of the most passionate fans in the NFL. But with only a small parking lot next to the stadium, they've never had a place to tailgate before. We solved that by taking a 200-ft gravel-hauling barge, docking it on a pier in Seattle's Puget Sound, and transforming it into "American Express Hawks Island." The island had everything the 12s needed to get game-ready: food, live music, games, a mock football field, appearances by Seahawks legends, and of course...booze.
Kicking off during the '15-'16 season, the experience has become a tradition for fans.
Recognition / Press:
CLIO SPORTS, Bronze, PR/Special Event
CLIO SPORTS, Shortlist, Partnerships/Sponsorships/Endorsements
CLIO SPORTS, Shortlist, Integrated Campaign
Curbed Seattle | Seattle Refined
TV + Out of Home
Various channel IDs and billboards, used to pay tribute to all the iconic artists who are featured on the network.
Print + In-store + Point of Purchase
I've had the privilege to work on the NIKE brand over the years. Here's a few samples of the work I've done for Jordan Footwear.
Out of Home + Print
When you drive the hybrid-electric Prius, you're promoting a cleaner environment for the rest of us.
Experiential
IBM has been the official technology partner of the US Open since 1990, providing scores, stats and insight to tennis fans across the world.
Our 2018 IBM Fan Experience combined abstract tennis iconography, artful data visualizations and interactive games to show fans how IBM uses Watson to see, hear and understand emotion – capturing and delivering exciting moments and in-depth match insight, and ultimately improving the game experience.
Fans could test Watson’s abilities through a 3-part interactive challenge, and learn how this same technology is being used to address complex world issues, from identifying problems with cars and trains to diagnosing and treating cancer.
Recognition / Press:
CLIO AWARDS, Bronze, Design, Digital/Mobile
ONE SHOW, Shortlist, Experiential/Indoor Spaces
HATCH AWARDS, Brands Amplified, Silver
HASHTAG SPORTS AWARDS, Finalist, Best Event Based Activation
Adweek
Ads of the World
Best Ads on TV - top 6 for March ‘19
Short Film + Digital
IBM THINK is the brand’s flagship technology conference, launched in 2018.
As part of the 2019 conference, we created a short film in partnership with The Mill, to commemorate the 50th anniversary of the moon landing.
This film was played during Think 2019, educating visitors not just about IBM’s instrumental role in the moon landing via their System/360 mainframe computer, but all of the other “moonshots” that have taken place since – from the development of AI to advanced machine learning to quantum computing.
Recognition:
MARCOM AWARDS, Gold, Video/Audio/Film/Special Event
Experiential
Jaguar is seen as a high-end brand for the elite–one that is out of reach for the majority of consumers. So, as Jaguar prepared to launch the I-PACE, their first all-electric vehicle, we wanted to challenge that perception and bring the brand down to earth.
We created a multi-city tour experience for the I-PACE launch (Miami, San Francisco, LA) where drivers were completely immersed in the brand through interactive experiences and a “Smart Cone Challenge Course.”
The crown jewel of the experience was the “I-PACE Theater,” a 360-degree mirrored infinity room with cameras embedded into the mirrors, allowing drivers to create a one-of-a-kind, sharable, bullet-time photo.
Recognition:
MARCOM AWARDS, Gold, Strategic Communications/Marketing/Promotion Campaign/Branding
Activation + Experiential
Digital transformation (ie. modernizing an organization) is something over 90% of businesses struggle with.
Drawing inspiration from IBM’s partnership with Charles Eames at the iconic, early 60s Mathematica exhibit, we created a 10-foot tall, interactive machine that uses playful metaphors to show how IBM’s products and solutions can help business leaders overcome their struggles with digital transformation. The behavior of the plastic balls as they travel through the tracks and mechanisms of the machine helps to visualize the key steps to a more modern organization.
Recognition / Press:
ONE SHOW, Shortlist, Design/OOH/Brand Installations
HATCH AWARDS, Design, Silver
Ads of the World
Little Black Book
The Drum
Best Ads on TV
Out of Home + Print
To humorously dramatize the reduction in risk when using Nicorette gum to quit smoking, we created a character called the Surgeon Lieutenant – a step down from the more formidable Surgeon General. The Surgeon Lieutenant warns Nicorette users of the extremely mild dangers and risks associated with chewing gum.
Out of Home + Print + Social
WE DRIVE. YOU CONFESS.
Promotion for the VH1 series, "Walk Of Shame Shuttle."
The show: A sort of HBO "Taxicab Confessions" for the modern era. Drivers pick up passengers who are doing the walk of shame. These passengers share stories of their awkward one-night stands as our drivers attempt to cheer them up, make light of the situation and give "advice."
We created an outdoor campaign that treats the public as if they were the actual walk-of-shamers, in order to create buzz and intrigue around the show launch.
TV
"Roller Derby"
Bam Margera helps explain the odor-fighting power of Right Guard Extreme's patented Powerstripe.
Activation + Experiential + Microsite + Flipbook
70 YEARS OF TACKLING ANYTHING
To celebrate Land Rover’s 70th anniversary, we created an installation titled “Slices Through Time” which showcased 7 decades of Land Rover innovation.
Visitors could view an amalgamation of 7 Land Rover vehicle outlines across the decades. The vehicles covered the past and present of Land Rover technology and engineering. When viewed collectively at either side of the installation, they formed the shape of what a future vehicle might look like, informed by the brand’s DNA and history.
Visitors could also walk between each slice to discover how each featured model (and its associated innovation part) came into existence via a particular challenge, as well as scan a QR code to explore a digital landing page with a deeper dive into each vehicle’s story:
70 YEARS LANDING PAGE
Finally, we created a flip book that took viewers through Land Rover’s “70 Years of Tackling Anything” story, from the beginning until now.
Editorial + .com + Music journalism
While working at VH1, I wrote a weekly music article for vh1.com and vh1classic.com. These included concert reviews, album reviews, and lists.
TV
"Side Effects"
Anti-ecstasy PSA for the P.D.F.A.
Recognition:
4A’s O’Toole Award, Public Service/Broadcast
Print + Out of Home + TV
Print + Out of Home + Digital + TV
